Labels Part 2 (Amended)| April – Chad Johnson, Founder, Come&Live!
By now you should be well acquainted with the name Chad Johnson. Before starting up the largely influential ministry known as Come&Live! where musicians are given the chance to give their art away on a “pay what you feel basis” and snagging some big names in the scene who have decided to leave their long time homes at various labels, Johnson was a part of the label game himself. Spending a decade plus honing his skills as a key A&R guy at Tooth N’ Nail, Chad Johnson had his hand in discovering or developing more than one of your favorite acts from the hay day of the label, acts including Underoath, As Cities Burn, Mae and many more. Needless to say, Johnson has taken a different approach to the necessity of labels in today’s music. Here is what he has to say in regards to today’s modern structure of the industry.
How long did you work at Tooth N’ Nail and what was your position?
Chad Johnson: I was with T&N almost 7 years. I started out as a jack-of-all-trades and quickly realized that I wasn’t very gifted at multi-tasking. The Lord favored my hands and I eventually ended up as their A&R Director.
As an A&R rep, what would you entice bands with in order to sign them? Or did it not take much enticing?
CJ: I don’t think we ever had to really entice the bands as, in most cases, they already were familiar with the label and actually wanted to work with us. I’d usually entice them with quality eats or coffee. I mostly just tried to be honest with them, which that in and of itself seemed to be enticing to them.
What did you learn at Tooth N’ Nail that you wanted to do differently with Come&Live! or that you carried over?
CJ: That it’s very hard to disciple men to become true followers of Jesus when you are chasing the dream of being a well-established band. Labels are still important to bands that want a shot at a career in the industry, although I think their importance is quickly shifting due to how much the industry is still struggling.There’s nothing wrong with well-established bands, it’s just hard to balance music business with ministry. My heart won in the end and I felt called into full-time ministry.
What do you hope to accomplish with Come&Live!?
CJ: My hope is that we actually further God’s kingdom and bear fruit in keeping with repentance. We just want to see lives encouraged and relationships with Jesus deepened. It’s all about eternal treasures that our Father deems as true success.
What do you see as your role for the bands on Come&Live!?
CJ: I’m more of a mentor and a friend than a business-partner or record label. I’m here to point them to Jesus and to encourage them to seek Him with diligence in everything they do.
Why do you view labels as important? Or do you?
CJ: Labels are still important to bands that want a shot at a career in the industry, although I think their importance is quickly shifting due to how much the industry is still struggling. Labels do provide many of the necessary tools to at least compete in the marketplace and most bands don’t have access to those tools.
Head to comeandlive.com to download dozens of amazing artists on a pay what you feel basis.
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